Last Friday, Nairobi Street Kitchen played host to the highly anticipated second edition of Strictly Soul, a premier R&B-focused event in partnership with Johnnie Walker Gold Reserve. The exclusive affair, part of a nine-city series spanning six African countries, brought together music lovers, influencers, and tastemakers for a night where soulful rhythms and premium whisky experiences converged.
This unique collaboration showcased the perfect harmony between the smooth sophistication of Johnnie Walker Gold Reserve and the vibrant energy of African R&B.
The Nairobi edition of Strictly Soul featured electrifying performances by renowned DJs Akio, Dj Mist Shishi, and Hiribae. The trio kept the crowd grooving with an eclectic mix of R&B genres, from old-school hits to contemporary neo-soul, trap soul, and even Afrobeats.
Guests enjoyed expertly curated whisky cocktails, crafted with the luxurious Johnnie Walker Gold Reserve, which seamlessly complemented the soulful music that resonated through the venue.
Josephine Katambo, Marketing Manager for Scotch and Reserve brand portfolio at East African Breweries PLC (EABL), highlighted the synergy between the event and Johnnie Walker Gold Reserve’s brand ethos:
“We are proud to have partnered with Strictly Soul for its second edition in Kenya, a celebration that perfectly aligns with our brand values of craftsmanship, luxury, and unforgettable experiences. Strictly Soul provides the ideal platform to showcase the elegance and versatility of our premium brands such as the Johnnie Walker Gold Reserve, blending exceptional whisky with soulful music to create lasting memories.”
This alignment underscores Johnnie Walker Gold Reserve’s commitment to engaging its sophisticated consumer base through unique experiences.
Launched in 2020, Strictly Soul has evolved from a live-streamed concept into Africa’s largest R&B-focused event series. Celebrating the richness of R&B in all its forms—including old-school classics, neo-soul, trap soul, and even the infusion of Afrobeats—the series has carved a niche for itself as a community builder and a platform for celebrating the genre’s evolution.
The event has successfully expanded across the continent, captivating audiences in cities like Cape Town, Durban, Botswana, Tanzania, Namibia, and now Nairobi.
The partnership between Johnnie Walker Gold Reserve and Strictly Soul is more than a corporate collaboration; it’s a celebration of shared values. Both the brand and the event embody a commitment to craftsmanship, quality, and creating memorable moments.
Johnnie Walker Gold Reserve, known for its smooth and honeyed flavor profile, appeals to an audience that appreciates luxury. Similarly, Strictly Soul attracts a high-end, discerning crowd that values premium experiences.
The curated whisky cocktails served during the event—crafted to highlight the versatility and richness of Johnnie Walker Gold Reserve—served as a perfect complement to the sultry beats of the night.
This partnership reflects a growing trend in Kenya’s marketing landscape: the shift towards experiential brand activations. For luxury brands like Johnnie Walker Gold Reserve, events such as Strictly Soul offer an opportunity to directly engage with target audiences in a way that traditional advertising cannot.
Experiential marketing focuses on creating emotional connections between the brand and the consumer, and Strictly Soul exemplifies this approach. By pairing soulful music with premium whisky, the event created an immersive experience that left a lasting impression on attendees.
As Strictly Soul continues to grow, its presence in Kenya is likely to strengthen. Nairobi, with its vibrant nightlife and dynamic music scene, offers fertile ground for the event’s expansion. This presents additional opportunities for premium brands like Johnnie Walker Gold Reserve to connect with local consumers while aligning themselves with a broader pan-African cultural movement.
The ongoing nine-city tour of Strictly Soul underscores the potential for African cities to serve as hubs for music, culture, and lifestyle events. From Cape Town to Tanzania, the series has demonstrated that there is a strong appetite for R&B-driven experiences across diverse markets.
For Johnnie Walker Gold Reserve, the partnership is an opportunity to further entrench its position as a leading luxury whisky brand in Africa. By associating itself with an event that celebrates culture and community, the brand reaffirms its relevance in the modern African lifestyle.
The partnership between Johnnie Walker Gold Reserve and Strictly Soul is a testament to the power of music and premium whisky to create unforgettable experiences. As Kenya continues to position itself as a cultural and entertainment hub in Africa, events like these will play a key role in shaping the narrative of sophistication and creativity.
Whether it’s the honeyed richness of Johnnie Walker Gold Reserve or the sultry beats of R&B, the second edition of Strictly Soul in Nairobi proved that some combinations are simply timeless.
